Heineken Partners With A Bathing Ape For Its Capsule Collection
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Hong Kong-owned A Bathing Ape has been chosen by brewing giant Heineken as its partner for this year’s #Heineken100 program, its eighth collaboration with a retail fashion brand.
The two companies have created a capsule collection of four co-branded fashion items: a hoodie, coach jacket, t-shirt and a six-pack bottle carrier.
Unlike previous years – when the creations were gifted only to the 100 most influential beer drinks around the globe – this year consumers can buy the merchandise at a one-day only popup in New York. The store will be open in Japanese gastropub Izakaya in Manhattan’s East Village neighborhood in New York on Tuesday (December 12).
Last year, Heineken collaborated with luggage brand Tumi to create a series of essential travel products. Other previous partners include Public School, Garrett Leight, Union Los Angeles, Parabellum, Mark McNairy, Kith and Neighborhood Japan.
“The goal of the #Heineken100 program has always been to connect the brand with people who drive culture forward,” said Coltrane Curtis, founder and managing partner of Team Epiphany, the marketing agency behind the initiative. “This year, we listened to the fans. By opening up #Heineken100 to New Yorkers, we’re able to directly engage with consumers in one of the most influential cities in the world.”
“This year’s #Heineken100 campaign brings together two brands with global ubiquity, whose consumers have a taste for luxury and innovation,” added Raul Esquer Lopez, Heineken USA brand manager. “We’re thrilled to partner with Bape, an iconic brand that shares a history of inventiveness through creating highly-aspirational imports for the man of the world.”
The half-zip pullover hoodie will sell for US$399, the camo coach jacket for $413, the t-shirt for $112 and the cooler for $115. All feature dual branding.
Bape is owned by Hong Kong’s I.T. Group.
Questions & Answers
Q.Where can consumers purchase items from the Heineken and A Bathing Ape collection?
Where can consumers purchase items from the Heineken and A Bathing Ape collection?
The merchandise can be bought at a one-day only pop-up store located in the Japanese gastropub Izakaya, in Manhattan’s East Village neighborhood in New York.
Q.When will the pop-up store be open for customers?
When will the pop-up store be open for customers?
The store will be open on Tuesday, December 12th. It is described as a one-day only event for consumers to purchase the collection items.
Q.What is the most expensive item in the new capsule collection?
What is the most expensive item in the new capsule collection?
The most expensive item in the collection is the camo coach jacket, which will be sold for US$413. The half-zip pullover hoodie is priced at US$399.
Q.How is this year's #Heineken100 program different from previous years' collaborations?
How is this year's #Heineken100 program different from previous years' collaborations?
Unlike previous years where creations were gifted to 100 influential beer drinkers, this year consumers can purchase the merchandise. It will be available at a one-day pop-up in New York.
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